Did Pepsi Just Make the Biggest Marketing Fail?

In 2017, Pepsi launched a commercial featuring Kendall Jenner that was supposed to promote unity. Instead, it became one of the most criticized ads in history. But what if I told you… it still worked in Pepsi’s favor?

The Ad That Broke the Internet

The commercial showed Kendall Jenner leaving a photoshoot to join a protest, eventually handing a Pepsi to a police officer—implying that a soda could solve social injustice. The backlash was instant.

People called it tone-deaf and accused Pepsi of exploiting serious issues for profit. Within 24 hours, Pepsi pulled the ad and apologized.

Why It Was Still a Marketing Win

✔ Massive Brand Awareness: Everyone was talking about Pepsi—even if it was negative.
✔ Record-Breaking Engagement: Social media exploded with debates, memes, and think pieces.
✔ Pepsi Became the Topic of Every News Outlet: Free publicity on a global scale.
✔ Fast Response Showed Brand Adaptability: They apologized quickly, proving they listen to consumers.

The Big Lesson for Businesses

Not all publicity is good publicity, but sometimes, even a flop can bring attention that money can’t buy. Pepsi learned from their mistake, but in the end, millions more people were talking about them than ever before.

Was this a marketing disaster or a secret success?